The document discusses how focusing social media content on local topics and communities can broaden engagement. It provides research showing the benefits of local content, such as greater customer relevance and loyalty. Examples are given of location-based apps like Foursquare and Facebook's Nearby Friends that facilitate local conversations. The presentation outlines strategies for businesses to tap into local markets through local content, events, and becoming experts in their area.

1. Localize It!: How Narrowing
Social Content Broadens
Engagement
Ansley Sudderth
Social Media Training
& Communications
Coordinator

2. Join the conversation!
Use #RESocialChat
for the chance to
win $20!

3. Agenda
• Why Local Content Works
• Location-Based Apps
• Foursquare
• Swarm
• Facebook: Nearby Friends
• Spotsetter
• How Brands Are Tapping into Local Markets
• Real World Examples
• Valuable Links
• Q&A

4. Why Local Content Works

5. Why Get Local?

6. SoLoMo

7. Top Benefits
• 67% Greater customer relevance, response, and
return
• 39% Better customer conversations and
connectivity
• 29% Improved loyalty and advocacy
• 27% Brand differentiation, distinction and
preference
www.marketingprofs.com November 2, 2011(CMO Council Research)

8. Why Get Local?
•Local changes daily
•Local + niche market = qualified leads and
engaged audience
•Local boosts credibility
•Local content is more organic and authentic
•Local content hits close to home and the
heart

9. How Do I Become a Local Expert?
-Check out your area within a 25-mile radius.
-Find local news and event posting sites. (If it
interests you, it probably interests your
audience!)
-Focus on providing UTILITY by sharing
content that drives participation and
engagement.

10. Going Local Raises Relevancy

11. Local Content Sets YOU Up as the Expert

12. Local Content Sets YOU Up as the Expert

13. Local Content Drives Purchase Decisions

14. Location-Based Apps

15. Location-Based Apps

16. Foursquare

17. Foursquare

18. Swarm

19. Facebook: Nearby Friends

20. Facebook: Nearby Friends

21. Facebook: Nearby Friends

22. Facebook: Nearby Friends

23. Spotsetter

24. Spotsetter

25. How Brands Are Tapping
into Local Markets

26. American Express: Small Business
Saturday

27. American Express: Small Business
Saturday

28. Visit Savannah

29. Infuse Diversity into Your Content
-Obvious is boring
-Unique piques interest
-Useful adds value
-Helpful keeps them coming back for more

30. Useful Resource!

31. #RESocialChat Valuable Links

32. Valuable Links
• How to Win Business with Local Content:
• http://connect.homes.com/2014/08/how-to-win-local-business-
with-great-content/#more-146287
• Jessica Edwards shares local events using video:
• https://www.youtube.com/watch?v=NCsSO6hIxO4
• Become the Local Expert in Your Community!
• eGuide: http://multifamily.forrent.com/localexpertguide
• Blog Post: http://yoursolutions.forrent.com/property-managers-
owners/become-local-expert-community
/

33. Q&A

35. Sources
http://bits.blogs.nytimes.com/2012/06/07/a-guided-tour-through-the-foursquare-redesign/?_
php=true&_type=blogs&_r=0
http://cdn.pastemagazine.com/www/articles/swarm.png
http://phandroid.s3.amazonaws.com/wp-content/uploads/2014/07/Foursquare-new-logo.png
http://blog.foursquare.com/post/92636287198/a-brand-new-foursquare-with-a-brand-new-logo-and-look
http://tctechcrunch2011.files.wordpress.com/2014/04/nearby-friends-press-1.png?w=680&h=528
http://tctechcrunch2011.files.wordpress.com/2014/04/nearby-friends-press-3.png?w=738
http://javelinvp.com/wp-content/uploads/spotsetter.png
http://www.tnooz.com/wp-content/uploads/2013/08/Spotsetter.png
http://www.connectedrogers.ca/wp-content/uploads/2014/01/spotsetter-app.jpg
http://mwpartners.com/wp-content/uploads/2014/04/Facebook_Nearby_Friends.jpg
http://bradleyleimer.files.wordpress.com/2013/07/bb-41.jpg?w=552
http://images.cpcache.com/merchandise/514_400x400_NoPeel.jpg?region=name:FrontCenter,id:34539369,w:1
6
http://livingnetworks.org/wp-content/uploads/2013/12/local-expert-header.png
http://www.davincirealtygroup.com/wp-content/uploads/2013/06/hot-housing-market-2013-florida.jpg
http://evolve-blog.com/wp-content/uploads/2013/03/Social-Local-Mobile-Integration.jpg